The peak body for the seafood industry, Seafood Industry Australia (SIA), has launched the first national flagship brand for the sector – Great Australian Seafood.
Federal Assistant Minister for Forestry and Fisheries Jonno Duniam said encouraging more domestic consumption of Australian seafood was important for the industry’s survival and recovery through the COVID-19 crisis.
“It’s been an incredibly tough year for Australia’s seafood sector, and they need our support,” Duniam said.
SIA CEO Veronica Papacosta said the launch of the brand included the new logo and name, consumer-facing website and social media platforms.
“We’re realistic about what we want to achieve and the timescales required. We know we won’t change national attitudes overnight, which is why the Great Australian Seafood brand is a long-term initiative designed to build a relationship with the nation.
“We want to inspire a generational shift in attitude towards seafood consumption and with that industry. We want to continue to tell our incredible industry’s story well into the future.”
The seafood industry was the first and worst hit at the start of COVID-19, with export markets virtually shutting down overnight.
A campaign to promote seafood locally – Easy As – has been developed to coincide with the rebranding. Earlier this year the federal government announced a $4 million marketing grant to SIA from its $1 billion COVID-19 Relief and Recovery Fund.
The campaign premiered on November 8, with the goal of establishing the industry’s first whole-of-industry brand, similar to other Australian key protein and agricultural products.
Duniam said: “This campaign will support all sectors of the seafood industry, from fishers and processors, through to those in the foodservices sector, and it will provide a much-needed boost to ensure we have a strong, sector-wide recovery.
“We are incredibly lucky here in Australia to have the best seafood in the world. Australians can have the utmost confidence in the supply and quality of our locally produced, premium seafood.
Papacosta said: “This campaign is led by industry, for industry, to promote domestic sales and provide a boost to the entire Australian seafood industry supply chain as we recover.”
The 12-month campaign with the new brand identity includes consumer-facing advertising across all regional and metro TV and streaming platforms, out of home including shopping centres, street furniture and roadside, digital activations and partnerships.